Reward or No Reward? That is the Retailer’s Question

Do rewards programs work? Is it worth it to offer discounts to your best customers? These are crucial questions for retailers to answer, especially in a time when traditional retail is threatened by the convenience of online shopping. But the answer is a little more complicated than a simple yes or no. It's been documented time and again that loyal customers produce more revenue than casual shoppers. Take Starbucks, for example — the company's rewards program members....

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